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Bryght Young Things signs Rodney Lucas
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Bryght Young Things signs the Emmy-nominated filmmaker for commercial representation.
Bryght Young Things (BYT) announces the signing of Brooklyn-based director Rodney Lucas, a two-time Emmy-nominated filmmaker whose work sits at the intersection of culture, craft, and truth.
Moving between documentary and commercial filmmaking, Lucas brings emotional weight and lived-in authenticity to projects for Nike, Adidas, Amazon, and the NFL, including films that have aired during the Super Bowl.
Raised on Chicago’s South Side, Lucas approaches storytelling with a guiding principle: less artifice, more honesty. A defining part of his visual language is a long-standing commitment to 16mm film, helping reintroduce the format into contemporary commercial storytelling and grounding brand work in tactile humanity.
“Rodney’s work has a soul to it that you can’t manufacture,” said Daniel Navetta, Founder of Bryght Young Things.”Brands and agencies spend a lot of energy seeking authenticity, look no further. Rodney has a background and experience that is directly connected to how culture moves. His journey gives him a clear advantage as a director. He understands the stories he tells at a core level and it’s what makes his work so special and referential.”
Lucas’s films include Searching for Soul Food (Hulu), Black Hercules (Tribeca Film Festival), and Netflix’s Untold: The Murder of Air McNair. A frequent collaborator with NOWNESS, he has also developed projects alongside A24 and Mahershala Ali.
“We are so lucky to have Rodney. His is exactly the kind of talent that we love to support - considered and gorgeous” said Chelsea Greenwood, Executive Producer and Partner at Bryght Young Things. “He makes work that feels discovered rather than constructed. There’s intention behind every frame and bonus, he is a delight to be around”
Founder of Southside Films, Lucas continues amplifying underrepresented voices.
“Everything I’ve built comes from the perspective of that six-year-old boy on the South Side of Chicago, watching my mother get dressed on a Friday night to go dance her pain away. My eyes are still that innocent. Still that honest.
Signing with Bryght Young Things felt aligned with that same spirit of nurture. BYT understands the poetry in my cinematic approach, but more than anything, I wanted to be here, and they wanted me.It’s good to be home.” says Lucas .
Lucas is now represented for commercial work by Bryght Young Things in the United States.
